LE PASSAGE - JNBYHOME POPUP STORE

JNBYHOME - Early Bird Market

As a long-term creative partner of JNBYHOME, LE PASSAGE took in charge of its first pop-up store in Beijing and provided services including content creation and production, grand opening planning, key visual direction, set design, visual material production, and project management. Also, we customized a set of integrated PR marketing and communications strategies for JNBYHOME, which included product seeding, preparing a media kit, inviting and greeting influencers and media guests, planning and producing VIP gifts, editing and publishing posts on JNBYHOME's social media platforms, and launching multi-media contents after the grand opening.

LE PASSAGE 作为江南布衣集团旗下生活方式品牌 JNBYHOME 的长期创意合作伙伴，此次依然是全局性地参与到 JNBYHOME 北京快闪店的落地及开幕活动中，提供从活动策划、内容制作、主视觉指导、空间置景设计，到创意道具、视觉物料制作、执行统筹及活动落地服务。我们同步制定了针对性的整合营销及公关传播策略，在活动的筹备期、开幕日、发力期三个阶段，展开一系列配合品牌当季市场推广及内容传播需求的工作，包括产品 seeding，全套伴手礼策划及整合制作，公关新闻稿撰写，意见领袖、影响力人物及媒体嘉宾的开幕活动邀约，品牌官方社交平台推文的内容策划及撰写编排，媒介管理及现场嘉宾接待，以及开幕后续传播期的多渠道内容投放及媒介发布等公关传播工作。

JNBYHOME is the home supplies brand of JNBY Group, promoting a Live lively lifestyle which encourage people to discover the unexpected beauty of ordinary life with curiosity and imagination. Based on the theme of JNBYHOME 2019 as Cabinet of Curiosities and the tone of its Fall-Winter collection, LE PASSAGE came up with an idea of flea market which had emerged in Europe since the 1960s and established the theme of this event as Early Bird Market.

JNBYHOME 系 JNBY 集团旗下的生活方式品牌，以家居为切入口，提倡一种「Live lively」的生活方式，即回到生活本身，以充满好奇心和想象力的眼光，去发现平凡生活中的意外之美。围绕 JNBYHOME 2019 年度大主题「生活博物学」及秋冬系列的复古基调，LEP 团队以 1960s 于欧洲兴起的「跳蚤市集」作为主题灵感线索切入，确立了本次快闪活动的主题「挑早市集 Early Bird Market 」。

Retail experience is also one of the key points considered by LE PASSAGE when planned the offline event. During the pop-up store, all items had a early bird price, which referred to early birds get more discount cited from a Chinese proverb Early birds have insects to eat. Customers could enjoy a more favorable price if went to the pop-up store earlier. Customers could also get more informations and order the brand’s items by scanning the QR code on the store, and for those who could not get to the event site, they could also find limited discounts through online store.

Moreover, we set up a ring-toss game on the event, which not only directly exposed the products to guests but also effectively delivered the life philosophy upheld by JNBYHOME, as relax and fun, and jumping out of the routine. All of the guests had the chance to win the lucky gifts. It helped the brand get access to a wider group of consumers and enhance its brand identity.

线下零售体验同样是 LE PASSAGE 在策划活动时所考量的要素之一。为此，我们特别设计了主题营销玩法，在持续两周的主题快闪活动期间，所有货品均设有「早鸟」价格，越早到店参与活动的客人，就能享受到更加优惠的价格，以及好玩有趣的购物体验。借由谚语「早起的鸟儿有虫吃」，引申出「Early birds get more discount 」这一含义。活动现场还设置了扫码下单环节，到店客人可通过二维码登入 JNBYHOME 线上商城，浏览更多年度趣味单品及活动资讯。异地消费者亦可在线上商城享受到限定福利。此举进一步打通线上线下，促进全渠道运营销售布局，同时还可减轻品牌线下零售合作渠道的库存压力，满足双向诉求。

另一方面，我们在此次快闪活动中置入了更具趣味性的互动玩法。古早味十足的「套圈圈」游戏，不仅起到产品展示和品牌视觉输出的作用，还有效传递了 JNBYHOME 所秉持的「轻松有趣」、「跳脱常规」生活理念。快闪期间到店参与活动的客人，可凭身手和运气赢取幸运好礼。进一步降低了消费者的体验门槛，促进更多用户对品牌产生认知、建立产品认同。

On the VIP Preview Day, we organized a fireside chat on the theme 2020, Retro Is the Future and invited four guests, including Lin Kaixi, Design and Creative Director of JNBYHOME; Ritchie, Founder of concept store Triple-Major; Ding Yi, Co-Founder and Chief Editor of MS JIAZHI, and Blanche Yu, Founder of the Whii. They discussed topics ranging from retro revival, style re-innovation, new and old fusion reconstruction, futurism and its inspiration, vintage and advices for its use in daily life.

我们还为活动预览日特别策划了一场温暖的「围炉」对谈。JNBYHOME 设计与品牌创意总监林凯西、品牌集合店 Triple-Major 主理人 Ritchie、家居自媒体平台「家芝太太」联合创始人及主编叮怡，以及时尚服饰品牌 Whii 创始人 Blanche Yu，四位特邀嘉宾围绕着主题「2020，复古即未来」，与前来参与开幕的媒体嘉宾及品牌挚友分享了他们的观点看法。大家从复古回潮、风格再创新、新与旧的融合再造，一直聊到未来主义带来的灵感启发、复古和二手物件在生活中的应用建议等，收获多多。

Another highlight of the event is that LE PASSAGE recycled the stock fabric with the aim to convey JNBYHOME’s brand value REplay. LEP team redesigned the retro pattern-fabric of JNBYHOME 2019 Fall-Winter Collection and the classic texture fabric produced by JNBY Fabric Lab, and made it into a unique backdrop placed in the event site. We also collected the remaining fabric in the process of garment production and transformed it into various low stools matching with JNBYHOME’s cushion and pillow products, for guests to sit down and chat during the fireside chat session.

值得一提的是，此次活动 LEP 团队还对品牌的库存面料进行了创新再造，巧妙传递出 JNBYHOME 品牌价值中相当重要的 REplay 理念。我们将 JNBYHOME 2019 秋冬系列主推复古花纹面料和 JNBY Fabric Lab 出品的经典质感面料重新设计，手工制成与别不同的主题背景幕布。而 JNBY 集团在服装生产过程中的剩余面料，经过裁切、缝制、捆绑等工序，被 LEP 团队制作成了高低错落、花色活泼的小矮凳，配上多款颜色鲜亮的 JNBYHOME 坐垫和靠枕产品，供嘉宾们在对谈环节入席就座、聊天歇息。

LE PASSAGE customized a set of integrated PR marketing and communications strategies for JNBYHOME and effectively coordinated with different departments to advance the whole marketing activities. In accordance with the aims in different stages, we launched a series of content on JNBYHOME's official social media platforms, influencers’ social media platforms and other cooperation channels. A list of local influencers and media guests in the fields of fashion, lifestyle, design and art were invited to experience the grand opening.

配合品牌不同部门的多方需求，LE PASSAGE 制定了全方位整合营销及公关传播等策略，以多线程的工作方式，高效推进活动整体进程。针对活动预热期、开幕日及后续传播期的阶段性目标，LEP 团队展开品牌官方社交平台、KOL 及媒体等合作渠道的定向宣发内容投放，使此次快闪活动获得广泛曝光。活动当日，北京本地的时尚、生活方式、家居设计、艺术人文领域的 KOL、媒体嘉宾及品牌好友均前来参与了开幕和预览体验。

We also contributed to the limited-edition collaboration of JNBYHOME and Triple-Major and included the co-branding products into gift set for guests with the purpose of influencer-seeding behaviour. LE PASSAGE effectively executed the customized communication strategies in every stage of the event and achieved significant effects on brand communication.

LE PASSAGE 同步策划了 JNBYHOME 与 Triple-Major 的快闪店联名限定周边，作为活动传播的趣味亮点，结合伴手礼套装进行 KOL 产品的系列 seeding。在快闪活动的前期预热以及后续传播阶段，LEP 团队高效灵活的推进及完成传播策略，以双波段形式进行多渠道的软性内容投放工作，品牌传播收效显著。

PRODUCTION LE PASSAGE   CREATIVE DIRECTOR TANG CHAN CONTENT PLANNING KIT WONG   SET DESIGN JIANG & KIT WONG
KEY VISUAL DIRECTION LEP & ONNFF PROPERTIES PRODUCTION IANG & KIKI   EXECUTIVE PRODUCER AMARANTE LUO   CINEMATOGRAPHERS ZHENNAN & YIJIE
PHOTOGRAPHERS ENTONG & MUER & MULUMI   PLANNER ASSISTANT TIANYU YUAN   PRODUCTION ASSISTANT KIKI   SPECIAL THANK TRIPLE-MAJOR